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BRAND PERSONALITY Why you desperately need it
The hardest thing about selling today is that customers don’t need you the way they used to.
They can find anything they want with a few clicks and have endless choice at their fingertips.
They are also highly sceptical of any claim you make and for the most only act on trusted recommendations.
According to Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale, up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales rep
but as many as 70 percent of them will eventually buy a product from you
or your competitors.
The challenge is therefore this: How do I attract attention?
How do I make sure visitors stick around long enough to really ‘get’ why I’m the one they should do business with?
How do I get them to love my brand?
How do I make sure they remember me when they are ready to purchase?
There are three key things you need to get in place …
You need to create: “Wow! That’s impressive.” You need to capture attention. If they don’t know about you, they can’t buy from you.
You need to create “Aha! I get it!” Explain it so they ‘get’ it. If people don’t ‘get’ why they should buy from you rather than the competition they won’t buy from you.
You need to create “Yes, I want it!” Convert excitement into action. You have to persuade people to take action.
But to make all this really effective you need to wrap it all in a strong Brand Personality
Imagine this onion is your brand
And these other onions are other people’s brands.
How do you get people to choose your onion over those other lookalikes crowding your space?
In the 21st century, where brands continually scout and find and grab and assimilate, everyone ends up doing pretty much what everyone else does.
Add to these consumers that click and scan and compare and decide on gut feel, and victory for a brand becomes little more than a dice throw.
You see, for the brand owner there is a distinct different in the offer - but everything has become a commodity in the eyes of the consumer.
And it is because they think it’s all the same that you need to make your brand dynamically distinctly different and unforgettable.
There is only one thing you can do that cannot be copied by the competition …
You need to give your brand … personality.
Brand personality reflects how people feel about your brand, rather than what they think the brand is or does.
It is a unique collection of emotional triggers people can connect with.
You can usually describe a brand personality as a collection of adjectives commonly used to describe people’s personalities Conservative or progressive? Formal or Casual? Serious or playful? Leading or supportive? Stylish or plain? Reserved or outspoken? Stable or dynamic? Predictable or surprising?
To effectively project this Brand Personality you need to:
Get a unique voice – find an interesting, unique, desirable and engaging way of sharing things with people.
Use emotion – people connect with emotions so ooze emotions: be fun, funny, happy, serious, surprising, bouncy, silly, formal, romantic, scary, clever, strong, mysterious …
Be very visual – 83% of human learning occurs visually so it only makes sense to give your brand personality a distinctive, instantly recognizable look.
Create stories – The human brain is wired for storytelling – it is one of the most effective techniques for capturing the hearts and minds of people.
Humanize the brand - above all, be human.
Brand personality is the expression of the fundamental core values and characteristics of a brand.
At the forefront is the visual expression of this brand personality. Here are some options:
Rope in some famous actor (OK, that might be a bit expensive)
Find someone internal that fits the bill
Express brand personality with body language
Use props to express the brand personality
Do the Hollywood treatment
Find a unique, creative hook
If you really can’t find someone suitable …
… or a suitable creative hook …
Characters will do the trick.
Characters come in all shapes and sizes so there’s bound to be one that will fit your brand and add oodles of personality
The message is clear: either win consumers’ hearts or risk watching them chase after some other brand.
Win them over with BRAND PERSONALITY
The advantages of BRAND PERSONALITY Differentiate your Brand Makes it Memorable Makes it Likable Create Message Consistency Offer Vehicle for creating engaging messages
WAKSTER - giving people a reason to love your brand. If you want to add personality to your brand, get in touch with us today! WAKSTER.com